Founded in 1999, as a local seafood wholesale supplier, Long Cheong Hong strives to provide customers with high-quality products at affordable prices. After taking over the family business, Managing Director Lei Ka Hou has launched their brand of instant products the “Crown” in line with market development. At the same time, Long Cheong Hong provides exquisite packaging specifically designed for weddings and festive gift baskets, even collaborating with influencers on the Internet, embracing a new era of marketing strategies for Long Cheong Hong.

“Crown” is the brand for Long Cheong Hong exquisite instant product series

Insightful and progressive are keys to success

        Long Cheong Hong used to engage in the processing of dried seafood products, supplying dried seafood after the soaking process to major restaurants in Macao. Up-to-now over half of its orders come from local large resort hotels. They source their raw materials from Australia, Indonesia, Japan and South America and have set up a wholesale department and a manufacturing and packaging factory. Nowadays, Long Cheong Hong has three retail shops in Macao located in Zona Nova de Aterros do Porto Exterior (Dynasty) and Areia Preta (Hac Sa Van).

        Lei said that local SMEs have the advantage of high flexibility and can adjust their business at any time in response to customer needs. Therefore, in order to meet the increasing demand of convenience due to the busy urban lifestyle, Long Cheong Hong have launched a series of high-end instant products under the brand name “Crown”, including ready-to-eat South African dried abalone, instant edible bird’s nests, instant Liaoning sea cucumbers and ready-to-serve soup, which can be served after heating slightly. Their products have maintained good sales since being launched; moreover, Long Cheong Hong actively follows the trend of reform. A few years ago, Lei learnt that the large hotel resorts had high requirements for the packaging of dried seafood. He then hired a design team and launched products with brand-new packaging, successfully winning large orders for gift boxes from large hotel resorts; as the old saying goes "the tailor makes the man", this also applies in the business world. In recent years, Long Cheong Hong has launched exquisitely packaged products specifically for weddings, which are well-received among customers. Lei believes that the quality of packaging can bring new impact to the marketing of dried seafood products.

Mr. Lei Ka Hou brings new business mode to Long Cheong Hong

Instant edible bird’s nests is attractive to busy urban citizens

Keep up with the times by using technology

        In terms of sales and promotion channels, Lei is determined to enter the online market. In addition to launching a page on social platforms, he listed his products on large E-Commerce platforms in the Mainland, making better use of big data analysis and the influence of Internet celebrities to open up new markets for Long Cheong Hong. “In the past two years, we have started to place advertisements on the Google search engine. Using big data, we can more accurately locate the potential customer markets for our brand and better concentrate our resources for effective marketing. Furthermore, in 2019, we began to co-operate with online streaming platforms in the Mainland and let influencers promote our products through streaming. We created five-digit sales in the first hour.”

Long Cheong Hong attaches great importance to packaging design

Quality is fundamental to brand confidence

        In order to further strengthen product recognition and pave the way for cross-region co-operation, Long Cheong Hong successfully obtained the HACCP (Hazard Analysis and Critical Control Point) food safety system issued by the Hong Kong Quality Assurance Agency (HKQAA) at the end of last year. The wholesale process of Long Cheong Hong dried seafood including processing, packaging, warehousing and transportation all meet the HKQAA’s requirements, helping Long Cheong Hong products gain international recognition.

        After joining “Macao Ideas” to display Long Cheong Hong’s products in 2019, Lei hopes to enhance the promotion of own products and facilitate business co-operation through participating in various MICE events organised by IPIM. This year, under the impact of COVID-19 pandemic, Long Cheong Hong plans to launch various discounts and promotions, including providing limited-edition gifts and creating a membership system to increase customers’ desire to consume. They are also actively increasing sales in the Mainland, negotiating co-operation with Mainland online streaming companies and preparing for their recovery plan after the pandemic.

Long Cheong Hong successfully obtained the HACCP certification issued by the Hong Kong Quality Assurance Agency

Long Cheong Hong dried seafood gift basket for weddings is widely popular among customers 

Long Cheong Hong owns three shops in Macao

Contact Long Cheong Hong

If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.: 

Ms Cheang +853 8798 9707

Ms Chong +853 8798 9739

Email: 

fionacheang@ipim.gov.mo 

elizachong@ipim.gov.mo